As a marketer, creating a mosaic of marketing strategies for your company facilitates success. That’s the conclusion of Gigaom’s research report, Workhorses and dark horses: digital tactics for customer acquisition. It discusses a plethora of techniques, including email, social media, search engine optimization, content marketing and referral marketing, for achieving objectives throughout the funnel. Of all of them, though, email marketing emerged as digital marketing’s “workhorse.”
Marketers deemed email the most effective tactic for awareness, acquisition, conversion and retention. In fact, when asked what strategies were best for customer retention, 56% of marketers responded that email marketing was the most successful. Seeing as email is the second most popular online activity in the U.S., email’s success isn’t hard to believe. Email’s cost-effectiveness, measurability and adaptability make it favorable, along with marketers’ ability to segment their email audience and customize messages for customers and potential customers.
Though it sounds like Gigaom found email to be a magical and all-encompassing tactic, that’s not the case. As the report points out, the strongest campaigns are comprised of varied tactics. This is where things like referral and social media come into play. Giving your customers the option to share via multiple channels, including email, Facebook, Twitter and Google+, as well as giving them a personal share link, makes it easy for them to be an advocate for your brand while spurring acquisition and encouraging conversion.
The bottom line is that the key to a successful marketing program is to make use of the marketing methods that are available to you. That way, you maximize your reach, acquisition and retention, creating a larger, more loyal customer base. Learn more tips from the full report right here.